When it comes to yogurt, do you first think of old brands like Danone and Bright, or cross-industry brands like Yili and Mengniu, or rising stars like Anmuxi and Jian'ai? Each brand has its own taste characteristics, whether it's set yogurt, probiotic yogurt, or pure natural unprocessed yogurt. This is the general impression of yogurt. But there is a yogurt that not only lets you drink and taste it, but also lets you listen to its story. Would you want to hear such a yogurt story? A beautiful woman, Eileen, a graduate student from Columbia University, once worked as a reporter and anchor at a Chinese TV station in the United States. With her looks and talent, she resigned to support her husband's career and started a business with him. Using Germany's top whey-filtered yogurt technology, they created a filtered yogurt that retains three times the pure nutrition of ordinary yogurt, filling a huge gap in the domestic market and showcasing its unique product features. Then, using modern social platforms, they directly engage with users, making them operators of the core product module, and rapidly spreading within their circles. With young entrepreneurs, technology, and new marketing, doesn't this yogurt seem extraordinary compared to ordinary yogurt? You may have noticed that this is the internet-famous brand Le Chun Yogurt, a yogurt that tells stories with its products. Modern networks have shortened the distance between people and allowed the public to quickly access information about new products. Therefore, the success of Le Chun Yogurt, which uses internet-famous marketing, is not accidental, and its process is worth learning from for other new brands. Thinking Outside the Box: Le Chun Yogurt From "Product Thinking" to "User Thinking" Elite lifestyle with strict requirements for quality of life is the core user of Le Chun. Le Chun captures the strong aspiration of core users for life pursuits, knowing that once they form purchasing power and are satisfied in their changing needs, the market potential can explode. Especially the new generation of post-80s, post-90s, and even post-00s who are in a rapid growth period, compared to consumption scenarios like luxury homes and cars that are harder to access, the high-quality lifestyle represented by Le Chun is easier to continuously satisfy and at a lower cost. At the same time, catering to the sharing psychology of modern young people, a box of yogurt with both good looks and taste shared on social platforms like WeChat Moments can greatly satisfy their physiological and psychological needs in consumption behavior. The "trigger point" of Le Chun Yogurt originates from customers' picky tastes and the continuous iteration and upgrading of these picky tastes. Taste is a subjective feeling, and everyone in every region has different preferences, so it is difficult to evaluate the quality of a yogurt based on taste alone; it's hard to please everyone. However, Le Chun has managed to please everyone. Why? Because Le Chun interacts with fans and organizes community information, they found that the most demanded flavor was Malaysian Sultan King durian, priced at hundreds of yuan per kilogram, and they developed it with coconut juice to create the highly anticipated D24 durian triple yogurt. They then produced in small batches, had users participate in taste tests, and iterated ten times before launching, making it irresistible for durian lovers. At the same time, this new yogurt is like a child of the fans, as they have invested their wisdom and money, so they have great tolerance and patience for it. It can be described as a personalized yogurt raising story based on users. Le Chun's biggest competitive advantage is its "user thinking" and the possibility of infinite iteration and transformation, while traditional yogurt companies, especially large state-owned enterprises, cannot achieve rapid iteration of their products in a short time with high costs, fast trial and error, and strong promotion. Focusing on Circle Marketing and Precision Marketing, An Epic Template for Internet-Famous Product Marketing Eating is a basic human need, and eating well is a quality pursuit for foodies. For foodies, the refrigerator is the greatest luxury. Top winery wines, white shrimp from Ecuador in South America, they strive to include the world's top ingredients in their refrigerators. Le Chun is also a target for foodies. Le Chun Yogurt emphasizes its differences from other yogurts in ingredient selection and craftsmanship, creating an unparalleled taste advantage, thus earning word-of-mouth in social circles as the ultimate yogurt that "melts in your mouth," "crispy on the outside and tender on the inside," and "irresistible." Although yogurt is always a regular food, Le Chun has used many clever methods in promotion to make the ordinary extraordinary. For example, new users can buy 60 yuan worth of discounts for 5 yuan (first order discount of 20 yuan, 25 yuan monthly milk ticket, 15 yuan gift package experience), and old users can also get free yogurt through referrals (invite 8 new users to register and pay 5 yuan, and you can get 120 yuan worth of Le Chun yogurt delivered to your door for free). This model leverages the human need for quick gratification, and this interpersonal promotion method can spread in users' social circles at low cost and high speed. Basically, when there is a promotion, Le Chun users are scrolling through their feeds and buying online. Le Chun's approach can be said to be the most successful and skilled in the industry. At the same time, social platforms like WeChat Moments have become tools to satisfy people's need to show off. Of course, not all showing off and posting will provoke jealousy and comparison, but everyone has a love of beauty, not to mention the modern young people's unwillingness to fall behind in sharing. Le Chun's high appearance and internet-famous attributes determine its high exposure rate in social circles, which triggers comparison and jealousy, leading to "Isn't it just a box of expensive yogurt? If you can afford it, I can show off too, and I'll show off my limited edition." If one day you see a beautiful woman showing off a zero-calorie and delicious yogurt on her social feed, she will also show off her pickiness about other ingredients, such as only using Olivla high-polyphenol olive oil, only buying Himalayan rose salt, and only choosing Hungarian rose red paprika... These niche categories can all use this type of marketing. By fully utilizing WeChat, Weibo, viral articles, and other forms, they continuously operate on the product, create topics, build mystery, and combine highlights and criticisms. For example, when initially promoting the filtered yogurt, they clearly stated their stance: there is no yogurt in China that truly meets European and American quality standards, but we have achieved it! Because each cup of such yogurt abroad is made by fermenting three times the weight of fresh milk and then removing the whey, making it extremely expensive. But in domestic supermarkets, even yogurt without additives is rare, let alone such filtered whey yogurt. Indeed, no domestic dairy company dared to make such yogurt, but Le Chun was the first to do it. As a result, those who have tried it and those who haven't have engaged in heated discussions on platforms like Zhihu and Weibo. There is even a Zhihu column dedicated to discussing the quality and taste of Le Chun, where severe critics and heavy consumers often clash. This might be exactly what Le Chun wants, fully utilizing the negative emotions of the crowd and then guiding them positively, while also arousing the interest of onlookers, thereby achieving brand promotion. The same tactic can be seen in domestic movies; many people watch them because of the lowest Douban score of 2.3 and numerous complaints. Entrepreneurial Story Touches Hearts Driving Fans' Tasting Emotions The founder of Le Chun, with his own halo, has inspired the entrepreneurial dreams of many young people. Founder Denny graduated from the Wharton School of the University of Pennsylvania with a degree in finance. He had a brilliant career, including positions at Blackstone Group, an international private equity giant, and as head of brand marketing at Dianping. But a million-dollar salary was not as practical as his own business, so Denny gave up his million-dollar salary to return to China and start a business. His labels include both positive and negative: Wharton, financial elite, serial entrepreneur, overseas study circle's big talker... In addition, the beautiful boss lady behind Le Chun has attracted countless admirers. All of this is topic-worthy and drives fans' emotions. The founder's halo and various fascinating stories can acquire promotional traffic at a very low cost in the early stages of product promotion. With high traffic, a trend naturally forms. Once the story becomes popular, combined with the current dividend of WeChat official accounts, it spreads through seed user circles, forming a dynamic process. First, they attracted 100 original fans, and Le Chun made products for these 100 fans. Each fan also has their own circle, so each fan can drive their own circle, expanding to 1,000 people, then driving and spreading again, continuing to iterate for these 1,000 people... In the end, it's about letting users participate in product development and output the relevant content that Le Chun wants to do, which is user-driven product development and user-driven brand building. Of course, products will eventually return to the essence of the product, and sincerity is the core. Chinese companies have finally revived the craftsman spirit of the ancients. Wang Xiaobo, a new-generation marketing planner and expert in creating viral brand IPs, believes that no product or brand is outdated; it just depends on how you interpret it. Le Chun breaks free from the fixed thinking of traditional brand building. Even for a regular yogurt food, it has its own core spirit, a refined product that meets the current pursuit of life, coupled with upgraded marketing with new thinking and new methods, continuously optimizing, so it is not a flash in the pan but a sustained rise in temperature. These achievements are worth considering and learning from for traditional brands or other new marketing brands. Source: GFSC Food New Retail (ID: lookforfoods) Tips will be paid 400-2000 yuan if adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer transformation and channel digital solutions